PegaWORLD 2012 Presentation: How Bank Asya Has Improved Sales and Marketing Operations in Just 180 Days

As it expands operations globally, Bank Asya defines customer centricity as one of its corporate strategy pillars. By organizing around customer segments, fostering customer-satisfying behaviors and implementing customer-centric processes, the bank aims to optimize customer satisfaction and profitability with the goal of becoming #1 in cards customer service. To realize this customer centricity strategy, Bank Asya improved its sales and marketing infrastructure in just 6 months, while also reinventing their back-office operations.

In this session you will learn:

  • How IT and a retail banking department teamed to deliver new sales and campaign management modules
  • How to achieve seamless integration between Pega technology and existing banking systems and channels
  • The differences between the role of IT and business units in CRM projects


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